ConvertKit Custom Event Triggers: How to Set Up and Use Them

Most ConvertKit users rely on basic automation triggers like "subscribes to a form" or "tag is applied." But these default options only scratch the surface of what’s possible. Enter ConvertKit Custom Event Triggers: a powerful tool to automate emails based on hyper-specific actions your audience takes, from completing a course to clicking a pricing link.

In this guide, you’ll learn exactly what custom event triggers are, how to set them up (no coding required for most users), top use cases, and best practices to avoid common mistakes.

What Are ConvertKit Custom Event Triggers?

Default ConvertKit triggers are tied to actions that happen inside ConvertKit’s ecosystem: form signups, tag changes, or subscription cancellations. Custom event triggers flip this script. They let you track actions that happen outside ConvertKit — on your website, in your course platform, or via your app — and send that data to ConvertKit in real time.

Once ConvertKit receives the event, it can trigger any automation you set up: send a personalized email, apply a tag, add a subscriber to a sequence, or more. This unlocks hyper-personalized marketing that speaks directly to where a subscriber is in their journey.

How to Set Up ConvertKit Custom Event Triggers

Setting up custom events takes 4 simple steps. You don’t need advanced coding skills for most setups, thanks to no-code integration tools.

Step 1: Generate Your ConvertKit API Key

First, you’ll need your ConvertKit API credentials. Log in to your ConvertKit account, navigate to Settings > Advanced > API Keys. Copy your secret API key (use this for server-side setups) or publishable key (for client-side browser setups). Keep this key secure — never share it publicly.

Step 2: Define Your Custom Event

Choose a clear, descriptive name for your event. Use snake_case (lowercase with underscores) to avoid errors: for example, completed_course_101 or purchased_ebook_growth. Avoid vague names like "event1" or "user_action" — you’ll thank yourself later when managing multiple events.

Step 3: Send the Event to ConvertKit

You have two options to send event data to ConvertKit:

• API (for developers): Send a POST request to https://api.convertkit.com/v4/events with your API key, the subscriber’s email address, your event name, and optional extra properties (e.g., purchase amount, course name).
• No-code tools (for non-developers): Use tools like Zapier or Make to connect your third-party platform (Teachable, Shopify, WordPress) to ConvertKit. Map the specific action (e.g., "course completed" in Teachable) to a custom event in ConvertKit.

Step 4: Create Your Automation Trigger

Go to Automations > New Automation in your ConvertKit dashboard. Select "Custom Event" as your trigger type. Choose the event you defined in Step 2, and add optional filters (e.g., only trigger if the subscriber has the free_trial tag).

Then add your automation actions: send an email, apply a tag, start a sequence, or wait a set period before taking action. Click "Save" to activate your automation.

Top Use Cases for ConvertKit Custom Event Triggers

Not sure how to use custom events? These are the most popular use cases among ConvertKit users:

• Course completion: Trigger a congratulations email, upsell your next course, and apply a course_graduate tag to segment graduates for future launches.
• Ebook purchase: Automatically send bonus materials, tag the subscriber as a "customer", and wait 7 days to send a review request.
• Webinar engagement: Tag attendees vs. no-shows, send a replay link to no-shows, and pitch your flagship offer to attendees 24 hours after the webinar.
• Free trial activity: Trigger an onboarding sequence when a user activates their trial, then send an upgrade reminder 2 days before the trial ends.
• Link click tracking: If a subscriber clicks your pricing page 3 times in a week, send a targeted sales email with a limited-time discount.

Best Practices for Using Custom Event Triggers

Follow these rules to keep your ConvertKit account organized and your automations effective:

1. Use consistent naming conventions: Stick to snake_case and descriptive names to avoid confusion when managing 10+ custom events.
2. Test before launching: Send a test event to confirm your automation triggers correctly before rolling it out to your full audience.
3. Only track meaningful events: Avoid tracking every tiny action — focus on events that drive revenue or engagement to keep your data clean.
4. Combine with tags and segments: Use custom events to apply tags, then build segments to send targeted broadcasts to specific groups of subscribers.

Frequently Asked Questions

Do I need coding skills to use ConvertKit Custom Event Triggers?

No. Most users can set up custom events using no-code tools like Zapier or Make, with no coding required. Developers can use the ConvertKit API for more advanced, custom setups.

Can I send extra data with custom events?

Yes. You can include optional properties (e.g., course name, purchase amount, or webinar topic) with your event. Use this data to personalize email content, like inserting the exact course a subscriber completed.

How long does it take for a custom event to trigger an automation?

Custom events are processed in real time. Automations typically trigger within seconds of ConvertKit receiving the event data.

Can I track custom events for existing subscribers?

Yes. As long as you include the subscriber’s email address when sending the event, ConvertKit will match it to their existing profile automatically.

Conclusion

ConvertKit Custom Event Triggers are a game-changer for creators who want to move beyond basic email automation. By tracking specific user actions, you can send hyper-personalized emails that boost engagement, drive sales, and build stronger relationships with your audience.

Ready to get started? Try setting up one custom event trigger this week — even a simple one like tracking ebook purchases can make a big difference in your automation strategy.

Internal linking ideas: Link to our ConvertKit Automation 101 Guide for beginners, or our How to Segment Your ConvertKit List guide to use custom event tags effectively.

External authority reference: For full technical details, refer to ConvertKit’s official API documentation for custom events.

CTA: Sign up for a free 14-day ConvertKit trial today to test custom event triggers for your business — no credit card required.